Creative critique.

Precision Marketing, May, 2004

This week: a car, a training company, an IT provider, and a beer. Just like a day at the office, really. First up, what must be a first for Beck's--a direct mail piece, the brief for which was obviously to tell the world what Beck's is doing for it. A neat format gives way to some clean art direction and carefully crafted copywriting. Especially the questionnaire copy, which is all-too-often neglected. It's devotion to detail like this that inches up the response rate.

Stuart Woodington Creative director Presky Moves

Client: Becks Agency: EHS Brann Copywriter: Nick Moffat Art director: Tristan Sellen

Next is a mailer for Video Arts, the training company. Preposition: the more entertaining the training, the more memorable it is, with one caveat:...